The world will spend your entire life telling you who to be.

For a long time, I was one of the people who listened. Like so many of the people I work with today, I was ambitious, capable, and successful by most people's standards.

But underneath it all was a quiet feeling that I was working harder than I needed to... living according to someone else's definition of success... and ignoring the parts of myself that were trying to guide me somewhere else.

Discovering Human Design didn't give me a new identity. It gave me permission to trust the one I'd had all along. That's the gift I hope to give every person who finds their way here.

Hi, I'm Alexandra—

I was born in the United Kingdom, raised in The Netherlands, and after brief stints in Princeton, New York City, and San Francisco, I'm currently adulting in Santa Barbara with my husband and two kids.

If you would have told me a decade ago that I would one day refer to myself as a “human design coach”, I would have laughed in your face.

At the time, I was working 16-hour days as a management consultant in New York City. On paper, it sounded impressive. In reality, I had built a life that no longer felt like mine.

Thankfully, I was given a “get-out-of-jail-free-card” in the form of a friend who asked me to start a business with her. We had no track record, no investors, and no clients. It was a big gamble, but something in my gut told me to go for it. And I’m so glad I did. We built a seven-figure business working with Fortune 500 brands such as Campbell Soup Company, Walt Disney, Morgan Stanley, and AARP.

This experience taught me that my definition of success had nothing to do with an impressive job title or a corner office.

What mattered most to me was applying my gifts in a way that had a meaningful impact on others, while having the freedom to dedicate time to the things that bring me joy.

It may sound obvious, but this was a major “aha” at the time. I finally gave myself permission to let go of what I should do or be and pursue what I truly wanted instead. And once I had a taste of the good life, I wanted everyone to experience it. So, I wrote a “playbook” for purpose: a step-by-step guide for helping others design more fulfilling lives, careers, and relationships.

When I discovered human design a few years later, it felt like the missing puzzle piece.

I've tried pretty much every personality framework over the years but this felt different. It offered an actual map for living out your purpose in the most effortless and rewarding way.

I will admit, as a former consultant, I am naturally skeptical of anything considered “woo”— and human design is the poster child of "woo"—but once again, I trusted my gut.

I made the system my own by using it as a diagnostic tool, focusing on the practical application of a person’s design, empowering them to become more effective communicators, decision makers, parents, business owners, partners, and so much more.

I launched my human design business back in 2020 and haven't looked back since.

When I became a parent, I understood the power of this system on a whole new level.

I went into parenthood with a pretty clear vision of who I wanted to be as a mom. But that vision dissolved in an instant when I met my sensitive, strong-willed, imaginative little manifesting generator son, Leo. From day 1, he didn’t operate like “most kids” and he definitely didn't respond to the parenting tactics I read about.

Thankfully, I had human design to guide me.

I witnessed first-hand that children are born knowing exactly how to eat, sleep, and play in the way that is most supportive for them. All we have to do is trust them and create a safe environment for them to learn to trust themselves.

Ra Uru Hu used to say that human design is really for the kids. Kids don't need us to tell them who to become. They need us to protect who they already are.

So, I expanded my practice to empower parents and educators with the knowledge and the confidence to raise their children by design.